From Corcoran to Boutique Brokerage: The Story Behind SIMPLE Real Estate

Chris & I met at Corcoran nearly two decades ago. 

We’ve been business partners for 17 years and have built a business on repeat clients, referrals, loyalty, and trust. (Look how baby faced we are in our first team photo!)

Early on, we sold a $4M home in less than one week (at the first open house!) and were paid the standard 6% commission rate ($240K). That same year, we tackled our most complicated, emotional, and time-consuming deal when we helped a friend’s grandmother sell her $400K one-bed in a land-lease building. It took over a year to sell. The board rejected the first buyer. It was not easy, and we did not get paid enough for our hard work and time, but we helped a friend’s grandmother who was in a stressful spot, which made it all worth it.

We were arguably overpaid for the first deal ($120,000) and definitely underpaid for the second ($3,000).

The outdated, arbitrary commission structure just didn’t make sense in today’s digital world.

That’s when it clicked: 
- Why is there a rigid, one-size-fits-all fee structure in an industry where no two transactions are alike? 
- Why are real estate firms tied to outdated and arbitrary (where did the 6% come from anyway?) compensation models that have been around since the 1940s? 
- Why should we have to follow corporate rules at the expense of your best interests?

So in 2018, we launched SIMPLE Real Estate.

We call our own shots and structure our fees thoughtfully.

Instead of the traditional fixed percentage commission, our compensation is aligned with the scope and complexity of each listing, scaling to reflect the level of strategy, leadership, and execution required.

NEVER a one-size-fits-all, preset percentage. We believe in a compensation structure that makes sense: tied to strategy, execution, and the results your property deserves.

We also reward loyalty. Many of our clients transact with us multiple times. That trust deserves reciprocity.

Most importantly, we’re still here—eight years later!!—and run our business in a way that lets us serve you better. 🤝

Intentionally boutique. Always evolving. Still serving clients we genuinely like. Still building a business rooted in relationships, not shareholders.

I’m going to start sharing more here about what we’ve learned along the way. The wins, the lessons and mistakes, and the behind-the-scenes of running a truly boutique brokerage in NYC.

If that interests you, follow along. And tell me, what do you want to hear about next?